Graphic Design

Logo Design for The Local Feed

This project’s objective was to create a conceptual logo for a farm-to-table restaurant. I first defined the branding objective of my restaurant. I decided it would be located in a metropolitan area like Atlanta, Georgia with a target audience of upper-middle-class 25-40 year-olds who were health conscious but also had cultural ties to the south and southern food. In my preliminary ideation sketches, I focused on elements associated with farms and restaurants. I then narrowed down my ideas and removed logo ideas that I had seen before, or that directly referencing farming instead of subtly alluding to it.

Thumbnail sketches:

Once settling on several main logo ideas, I then created final rough sketches of each one. I then narrowed it down to one final design that I felt embodied the branding objective most successfully.

Once I had my final logo concept, I began trying different fonts, colors and textures in the logo. Below is my final logosheet for the project.